Pinterest Ads experts

People come to Pinterest with a project, a kitchen to redo, a wedding, an outfit, and leave with saved ideas. It is a visual search engine, and it is worked like one: keywords, seasonality that Pinterest Predicts announces months ahead, a catalogue whose richness decides what shows. For a home, fashion, beauty or food brand, it is where intent forms, before it becomes a Google query.

Between the saved pin and the purchase, weeks go by, and the purchase often happens elsewhere. A Pinterest account judged on its seven-day attributed conversions always looks weak; judged on a long cycle and on what it triggers on Search, it changes face. And as on Google Shopping, everything starts with the catalogue: titles that use the words people type, vertical images readable without sound, prices and stock up to date. The Merchant Center feed we enrich for Google is the basis of the Pinterest feed.

Pinterest's attribution, even on a long window, does not see the conversion that happens on Google three weeks after a pin is saved. Conversion Insights gives a first clue, reading organic and paid together, but it remains Pinterest's reading of Pinterest. Proof is built over a long period, with a test that compares exposed and unexposed areas, geo-lift or Causal Impact, framed before launch. That is what decides whether Pinterest keeps its budget in the setup, and at what level.